The Impact of Service Recovery on Customer Loyalty (Case company: Swedbank)

University essay from Högskolan i Gävle/Avdelningen för ekonomi; Högskolan i Gävle/Avdelningen för ekonomi

Abstract:  Abstract  Purpose - Purpose of given study is to analyse the impact of service recovery measures on customer loyalty by considering a Case company Swedbank. Both primary and secondary data have been collected for this paper. In primary data interviews and questionnaires are used. Different theories about customer loyalty and service recovery are discussed in secondary data. Both qualitative and quantitative data are used. Multiple regression analysis is used to analyse the data and give conclusion. Conclusion - Conclusion shows that service recovery measure can impact customer loyalty. It is also concluded that prompt response, Material compensation and politeness of employees play important role in service recovery measures and influence customer loyalty. Methodology - New articles have been used in the paper, however the old articles that have high contribution in the body of knowledge are not be discounted also. Our methodology for the process is unique in which multiple regression method is used and components of Customer loyalty, word of mouth and repurchase intention are analysed on basis of independent variables. Methodology and literature can help the researchers who want to further explore this area. Practical implication - Theories discussed in the thesis can be used as basis to develop the strategies in services; these strategies can consider the service recovery measures discussed in this paper and it can also help Swedbank to know the importance of service recovery process in customer loyalty.  Limitation - Few limitations of this paper are; customer loyalty is the objective of this paper, not Customer satisfaction. Service recovery may result in customer satisfaction not in customer loyalty. Moreover only two components of loyalty have been examined, word of mouth and repurchase intention. The attitudinal component of customer loyalty can appear in more forms than only word of mouth. Moreover this thesis is not considering customers who have problems but they did not communicate to the bank, or they just exit or they are still with bank and having negative word of mouth, but they never communicate to the bank. 

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